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A separate business entity started by a client, Ascend Products manufacturers parts for elevators. The company sells the parts through distributors and directly to end-users.

The old website, however, was poorly designed, clunky, lacked content, and wasn’t e-commerce enabled. The team asked if Huff Industrial and Cre8d Design could redesign the website. When we suggested Shopify and e-commerce, the Ascend team said, “Yes, please!” In addition, they had Rachel create a brand new logo.

Completely redesign the outdated Ascend website. Specifically, revised all existing copy and design, plus move the entire website to the Shopify e-commerce platform.

Project Team

  • Ascend marketing team — Direction and feedback
  • Dianna Huff, Huff Industrial Marketing — Project management, copy, and SEO
  • Rachel Cunliffe, Cre8d Design — Shopify design and coding
  • Al Ferreira, Al Ferreira Photography — Product photos


Ascend Products Home Page – After

Process / Solution

Since the old site had very little content, Dianna spent considerable time interviewing the Ascend Products engineer, while also learning about the elevator industry in general. She then created all new content from scratch.

At the same time, Dianna and the Ascend team worked with Al Ferreira to have in-studio photos taken of the parts, while Rachel Cunliffe created a new logo.

Once the copy was approved, Dianna uploaded it, optimized it, and created the re-directs. Using the free Shopify theme, Rachel created the new website — now with e-commerce capabilities. Rachel also helped the team configure the shipping settings and ensure the client’s UPS API setting was working correctly.


Although relatively simple, the new Ascend Products website allows distributors and end-users to easily order parts. The new site is fresh and modern, and helps build trust for buyers who may not have heard of the company. And, because the Shopify backend is so easy to use, it’s a snap for the Ascend team to update.